It Pays To Be Dumb
22 Nov 2024 · 0 min
0:17
Clever ads make people work too hard to understand them. Brands waste money on creative that confuses instead of selling. Simple, instant messaging beats clever every time.
Clever ads make people work too hard to understand them. Brands waste money on creative that confuses instead of selling. Simple, instant messaging beats clever every time.
I'm seeing a lot of brands right now struggling with this one thing. Your ads are too clever. You spend so much time thinking about how to be so creative and unique and different that oftentimes you're making your prospects think too hard. Your audience doesn't have time to decode your message. If you don't tell it to them clearly and easily, they're not going to even get what you're trying to say.
